adobo Magazine sat down with Ogilvy Group Philippines Chief Executive Officer Elly Puyat to shed light on how Ogilvy Group Philippines continues to champion “Borderless Creativity,” a philosophy that harnesses the Group’s “Magic at the Intersection” ethos across Ogilvy’s diverse capabilities — and how this commitment will drive its future.
“Borderless creativity means breaking down silos and fostering collaboration among different disciplines,” Elly explained. This philosophy has become a cornerstone of the agency’s approach, driving innovation and delivering exceptional results.
Driving impact through client collaboration and intersectional innovation — Ogilvy Philippines’ ManComm cultivates a culture of Borderless Creativity.
The agency’s diverse range of capabilities, housed under one roof, is a testament to this borderless approach. Its expertise spans advertising, public relations and influence, customer engagement, healthcare marketing, and more. These diverse disciplines are further enriched by horizontal functions like data, creativity, tech, and culture, creating a dynamic ecosystem where ideas can flourish.
It’s no wonder that the group continues to bag prestigious awards such as Cannes Lions, London International Awards, Asia-Pacific Sabre Awards, and Agency of the Year at the Asia Pacific Tambuli Awards and both Digital and Creative Agency of the Year at the 4A’s AOY in 2024 as Ogilvy believes that creativity is not confined to a specific department or role.
“I don’t tolerate silos,” Elly emphasized. By encouraging creative thinking across the entire organization, the agency aims to empower individuals to approach problems with innovative solutions, regardless of their specific job function. “Creativity can come from anywhere. The moment an agency designates that only the creative department can be creative thinkers, I think that’s when you start having problems.”
“Borderless Creativity” in action
One of the key pillars of Ogilvy Philippines’ success is its focus on talent development. Its internal culture empowers its people to think differently, take risks, and push creative boundaries as seen in award-winning works such as “Globe Pamilya Kaya” for Globe’s GFiber Prepaid, “House of Healers” for mental health service provider Mind You, and “This is an IKEA Store” for IKEA Philippines, to name a few.
The “Globe Pamilya Kaya” campaign is a prime example of borderless creativity in the agency, with multiple capabilities across teams working together to successfully launch an interactive real-time billboard that doubles as a reality TV-style show on livestream. To boost brand trust for GFiber Prepaid, strategic insight and creative storytelling came together to develop the concept of a family living in a billboard like no other through the Pamilya Kaya House; experiential marketing and partner activation teams constructed the physical ad; technology integration powered the livestream; and influencer partnerships brought in Filipino personalities with massive following as Pamilya Kaya members.
“By integrating these diverse capabilities – strategy, creativity, technology, celebrity influence, and experiential marketing – Ogilvy was able to deliver a groundbreaking campaign in coordination with our client and agency partners that not only proved the value of GFiber Prepaid but also created an unforgettable experience for Filipinos,” the team explained.
On top of impressive numbers on traditional metrics such as PR reach, content engagement, and foot traffic, the campaign also saw an 83% increase in acquisitions and a 583% increase in average monthly loaders, showing clear business impact.
On the other hand, a purely digital piece from Ogilvy is “House of Healers,” a gaming-enabled campaign for Mind You, a mental health service provider in the Philippines that addresses mental health needs amid the stigma and limited access to professional help that have hindered young people from seeking support.
Ogilvy married creativity, technology and media strategy to come up with a fresh solution that met gamers where they are, resulting in several accolades at the Asia Pacific Tambuli Awards, the Kidlat Awards, the 4As AOYs, and shortlists at international shows such as One Asia. The campaign began with an insight from the creative team that leveraged on the emotional connection gamers have with “healer” characters in online games, thus utilizing the safe space within video games to give gamers a chance to connect with real-life mental health professionals as healer avatars, using in-game communication tools for private consultations.
“The use of real-time digital interactions allowed Mind You to offer personalized support, meeting individuals in their comfort zones without traditional barriers. This integration of mental health expertise, gaming culture, and digital media made the solution not only innovative but deeply impactful in reaching people who might not otherwise have sought help,” the Ogilvy team divulged.
With no ad spend, the campaign relied on organic engagement within gaming communities to amplify the initiative – and it worked tremendously, resulting to 21.15 million impressions and 10,882 participants in consultations and livestreams, and 50.8% increase in new user sign-ups for Mind You’s online platform, signifying a significant boost in its reach and credibility among Filipinos.
From digital to physical, Ogilvy also resurrected the excitement for out-of-home advertising with its “This is an IKEA Store” campaign for IKEA Philippines, a piece that has garnered considerable attention from both consumers and advertising award-giving bodies, both local and international. From e-jeepneys to local gyms, IKEA products were placed in public spaces with the “This is an IKEA store” message, making the brand more accessible to Filipino consumers despite having only one physical store in Pasay City.
Video: https://www.youtube.com/watch?v=sxafNuFTZT4
Blending together capabilities like experiential marketing, amplified by digital marketing, and influencer partnerships, the campaign won big at Cannes Lions, London International Awards, The Drum Awards, One Asia, 4As AOY, Kidlat Awards, and the Boomerang Awards. “By blending these capabilities, Ogilvy turned IKEA’s e-commerce limitations into an opportunity to create a dynamic, interactive experience, making IKEA feel closer to its audience than ever before,” the team emphasized.
This display of “Borderless Creativity” resulted to: website visitors for IKEA.ph increasing by 16% compared to the previous year, reversing a -29% decline; new website visitors grew by 14%, vis-a-vis a -30% drop from the previous year; 927 IKEA “stores” emerged across various touchpoints; and ecommerce transactions jumped by 30%, and website revenue grew by 8%, reaching an all-time high.
This display of “Borderless Creativity” not only drove remarkable business results for IKEA but also shaped how brands connect with audiences in new and engaging ways. Both KFC Instant Originals and MILO Digidash exemplified this approach, demonstrating the power of creativity, technology, and consumer participation in transforming brand experiences.
